Mr Kipling has launched two new products for shoppers as it reportedly tries to appeal to younger people. Its new Strawberries & Cream tarts and Birthday Cake tarts went on sale on Boxing Day.
The former involves a strawberry and cream flavoured sponge, with strawberry jam, fondant icing and red sprinkles. The latter, meanwhile, has a vanilla sponge with a plum and raspberry jam filling, topped with fondant icing and rainbow sprinkles.
The new items were launched in some Morrisons stores on Boxing Day, costing £2 each. Mr Kipling owner Premier Foods told The Grocer that they were developed to modernise what was “typically seen as a traditional category”.
The brand’s more traditional products were most popular with shoppers aged over 55, it said, leading to a “a huge opportunity to tap into and encourage younger shoppers into the sub-category”.
Premier Foods global marketing director of sweet treats, Naomi Shooman, said: “Our new Mr Kipling tart flavours will help retailers tap into new opportunities within the small cake category and target new shoppers, by offering more choice to drive category conversion.”
The Birthday Cake flavour is new, however Mr Kipling had tried Strawberries and Cream with its Fancies brand in the summer, selling them in Morrisons and Iceland.